Crisis management: negative commentaries and trolls versus Marketing of Recommendation -
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Crisis management

Crisis management: negative commentaries and trolls versus Marketing of Recommendation

Today I am going to speak to you of a subject that can affect to us to all, and is how to manage a crisis online. It is necessary to know how how to manage the negative commentaries in the networks social, or derived from negative experiences of unsatisfied clients or simply of trolls

Lately in my surroundings, I have seen many cases of entrepreneurs and companies that have not known that to do with those negative commentaries, or that has acted of a way that has not been correct and what they have done is to intensify the problem still more.

How many of us we used Internet and the social networks search testimonies, experiences and commentaries on a product or service that we are going to contract? Many, but practically all, to day of today we do it, since thanks to Internet we can know more on that product or service without to have contracted it and knowledge that we can hope.

 

 

it shoots with an arrow Steps to manage your Reputation Online and to prevent a Crisis management

 

In order to manage our reputation correctly online we must realise the following activities of preventive way

1-Monitor: we must analyze our presence in the social networks, to know how if we are in the suitable social networks, to see how our community evolves and to verify the commentaries that take place in the same

2-Have to listen the users to know which are their needs, if we fulfilled the expectations to be able to offer what they really need and to verify that we are focusing in our ideal client

3- We must communicate to us with them, must offer information, information and contents to them of value, since it is the content that is going to retain in our social networks the users.  We cannot use the social networks as an advertising showcase, the relation between value content and advertising content would have to go up to around a 80% - 20% respectively.

4 - We must respond, to respond to the questions and doubts that the users of the community on our product or service realise, even are companies that use the social networks as their channel of attention to the client.

 

 

it shoots with an arrow Crisis management: negative commentaries and trolls

 

And if we detected a crisis?

 

Once that crisis takes place, first that we must do it is to detect which is the origin of the problem, this can be derived mainly from 3 cases:

1-Un error of communication by our part in the facilitated information or a text that could be misinterpreted and to cause annoyance between the users. If simply one is a communication error, simplest it is to assume the error, to request excuses and to make an official notice of it and to answer, if we have time and means, each one of the messages of the people who could be felt affected by our communication asking to him excuses.

2-Can to have its origin in an unsatisfied client by the product or contracted service

3-O could be an attack of troll whose objective is to make damage free

 

Which is the perfect plan of action to manage a crisis?

 

First by all means it is to come up listening, listening the users of your community, monitoring what is what they think, that is what they say, which are its needs

At the moment that we detect a negative commentary we must act quickly to detect which is the cause of that negative commentary, to contact with the department that corresponds if it comes to establish and to offer the measures to together solve this crisis.

The following step would be to give an answer that it includes: a first excuse by the error or the lack of satisfaction and to offer to the user a compensation, information or solution to palliate its malaise. Always offering a conciliatory attitude, to avoid that the crisis goes to more. He is not recommendable: neither to censure the commentaries, to eliminate them, nor to answer of provoking form and feeding the controversy.  We must be cautious in our answer to evaluate his possible consequences, offering solutions of clear form and needs.

And finally, we must think about how this crisis can teach to us to avoid that a new crisis with another different user by the same reason is repeated

 

Example of how not to react before a crisis

 

I am going to tell a personal experience to you that I had, with a commentary that I of a company in September of 2016 on Facebook published.  It contracts a service next to some friendly that is realised address, was not the first time that I contracted this service, although if it were the first time with this company.  This time we chose a company of recognized name of Madrid, that in addition announces in mass media as the radio.  The information facilitated at the time of contracting was not sufficient, and when receiving the service did not fulfill our expectations.  To not being the first time and to know as other companies worked, we made comparisons, and as usually it is shelp, the comparisons are odious being unsatisfied with the received service. Reasons for not being satisfied: null stock, collection of expenses of shipment and the conditions of payment, without telling that it arrived behind schedule.

I published a commentary in his FanPage de Facebook declaring my negative experience by the lack of information and the disadvantage with respect to other companies that offer the same service.  Instead of requesting excuses and to assume their error, their answer were frontal attacks commentary by friendly of Facebook of the person who had gone to our address to serve.  You think that it was the correct action?  He is not correct to try to discredit a commentary of a real experience attacking the people with commentaries that are not real of users who are friendly personal of the person who served. I could have me angry still more and choose to make a call to the friendly that had shared the service with me and to create a war of commentaries.

 

 

it shoots with an arrow Marketing of Recommendation as preventive strategy for the Crisis management

 

To foment or not to foment the commentaries? Playing with the Marketing of Recommendation

 

A thing exists that is called Marketing of Recommendation, and that nothing works as it. When somebody of your confidence does a recommendation or a positive commentary to you of a product or service, its hiring generates more confidence to you and is very possible that it influences in your decision of hiring.

For this reason, I recommend to you to learn to play with this tool your favor, as negative commentaries always can arise, the ideal is to foment the commentaries of the positive experiences.

Usually he happens, that a person who has enjoyed a positive experience is not going to the social networks to indicate her satisfaction, however if has had a negative experience if he goes to the social networks to show his annoyance to somehow punish to that brand or company.

Instead of leave our social networks floods of negative commentaries can be seen, we must foment the positive commentaries offering something of value to the client, in the form of: gift, discount, promotion or still without offering nothing to him, to invite to him to it, indicating to him that its opinion is to you important to improve your product or service.

 

A practical example

 

I am going to you to put an example. One of my passions is to travel, as you will be able to see in the section of on me.  Whenever I travel, I enter the page of TripAdvisor and always read the opinions of the hotels that I have selected that could be of my interest.  When I read the opinions, often very different, they help me to make that decision from which hotel is the one that is more going to satisfy my needs.  I can see for example, that they speak of the schedules, of the quality of the food of the buffet, of the services that offer their facilities

Perhaps what for somebody it is a terrible hotel for another person is an acceptable hotel. For example, I give much importance to the commentaries that there are on the quality of the food, nevertheless does not matter to me if in those commentaries I read that the furniture is of design or if they are movable more traditional, since for me, for my personal experience, he is not something that affects satisfaction degree.

Thus, the commentaries are good or bad my opinion, help to that do not have to be eliminated, since from the own users car segment themselves how ideal clients of your product or service, obtaining so later the degree of satisfaction of your clients is greater, since in addition to having the information who you offer in your webpage, have a subjective opinion of different people who help him that is to say if that product or service is going to fulfill its expectations

 

 

it shoots with an arrowRecommendations on Crisis management by referring of Marketing

 

But and what recommendations give the referring ones of Marketing on the crisis management?

 

I have asked 3 of them on how to manage a negative commentary of an unsatisfied client? and how to act before the commentaries of troll? and these have been their answers, that surely will be to you of utility!

 

 

elena charameli

Elena Charameli

http://elenacharameli.com/

Manager of SEM accounts in Google Adwords and publicity online in social networks, Facebook-Instagram and Twitter Ads. Community Manager and bloguer specialized in Marketing of Contents. It collaborates as professor in school of Communication and Marketing Online Classroom cm teaching strategies of Marketing online for companies and brands. 

 
Which is your advice to manage is a crisis due to a negative commentary of a client the social networks?

The key of the success usually is in these cases the attitude, the decision and the rapidity. It is necessary to respond with clear, direct, humble and fast a message because the opposite can cause avalanche of more negative messages.

If it is a critic by a bad service, defect of product, œargued displeasure x but, that is to say, with real sense and would be necessary to respond with conciliatory attitude and comprehensive. To offer a telephone contact e-mail so that a solution by the private route can be explained and be given. I recommend in addition that is shelp clearly who is going to him to listen. Type:

Good afternoon Mrs X, moan that has had problems when receiving our product x. I am called Elena and I will be enchanted to speak with you now to solve the happened thing and to offer a shipment alternative to him. It can be put in touch with me in xxx.xx.xx.xx. 

If one obtains that person is happy, it would be necessary to make a pursuit and to return to call it days later. Perhaps in couple of weeks we obtained that it thinks quite the opposite of the company and it leaves a positive commentary that benefits the double to us.

If the problem goes further on and the solution is not worth with taking care of better the clients, it is necessary to think about another type of message. An official notice, something more formal, thought to clarify the situation and to reflect the mission and ethical values of the company. The company must to position itself of a side or another one. It is impossible to like to all.

That happened to him to Nestl©, that it had to dismiss when youruber JPelirrojo to be glad of the death of a bullfigther. (Crisis of bullfighting against anti bullfighting)

Sometimes the negative commentaries come from employees or ex- employees. If it is an isolated case is possible to be tried the deprived route, but it is appellant would be necessary to consider a change that affects already to all the structure of the company. This is what it has had to do Inditex, Handle, H&M and others, criticized by abuses in polluting the conditions of work or attacked for being with the environment. They have had to change to its policies and operations due to the social critic in social networks.

The majority of crisis arises or Twitter on Facebook. There it is where more cases of this type I have seen. But also I advise to review the reviews of Google Maps and portals as TripAdvisor if you are a hotel or restaurant.

, I really advise to be conscious that it happens and can happen, review to you and to communicate the fast problem, to work in equipment to give a coherent answer and we have been mistaken, to apologise and to offer solutions.

 

How to act before the commentaries of troll?

Before troll in facebook we can hide the commentary, for example. That will cause that people who arrive from new at the publication not see it (however troll yes will continue it seeing). Also it would be possible to be blocked, as in Twitter.

If the company offers quality more surely is than his fans comes out in your defense. If no, help can be asked so that real clients of the business give their opinion. Nonconditional a neutral opinion. Troll will only be out of place since it is going away to see clearly that it is to make damage or simply by entertainment.

 

 

 

blond Fernando

Fernando Rubio

http://fernandorubio.es/

Specialistic Community Manager in strategic communication, Marketing of Contents and Analytical Web. Professor of Social Average in Classroom cm. Learning and sharing on a daily basis on Marketing.

 
Which is your advice to manage is a crisis due to a negative commentary of a client the social networks?

In the first place it would detect the reason for the negative commentary. One is in information problem? One is a misunderstanding? An unsatisfied is client by a service or a product of my brand? Once detected the problem, he would answer immediately, always with the intention of to help to solve it. If it is the case, (the majority of times happens thus) it would try to have a discussion with that person taking it to the private land (private message) or would request his phone number to him (in private) to explain the situation and to try to solve it. If the solution process is not immediate, it would try to explain clearly the phases to him of the process and solution.

 

How to act before the commentaries of troll?

In the first place he would deal with not giving importance, always I apply the slogan him œnot to feed the Trolls.  Unless the commentaries are aggressive, defamers or who generate a crisis. If it is a crude commentary, crude or defamer, would block it, he would silence it and in this eventuality he would report it so that account is sanctioned. In any case on Facebook and in the blogs, always you have the option of not approving the publication of negative commentaries.

 

 

 

Juan merodio

Juan Merodio

http://www.juanmerodio.com/

Expert consultant in Digital Marketing, Social Networks and Digital Transformation, Speaker and professor of the best schools of businesses and universities.

 
Which is your advice to manage is a crisis due to a negative commentary of a client the social networks?

First to verify if she is a real client (and who is according to its social influence), and to analyze the reason, if it is fault ours or she is really a client with an erroneous perception. The first step is to respond to the client publicly, as far as possible it would maintain public the conversation since to the clients it does not matter to us that a company commits an error, our real fear is to that if commits it they are not able to take care of and to solve it to us fast and efficiently.

From this following the type of critic one is due to act of one or the other way, but what is clear that our objective must be to make him feel happy, and that although we have committed an error we are going to do all the possible one so that it feels to agusto with us

 

How to act before the commentaries of troll?

In many cases the best thing is contingency not covered by law not to give importance and thus of letting him die it. I have seen cases where by troll and an inefficient management of the own company, have been they themselves that have given visibility to that unfounded critic and have reinforced their own crisis.

 

 

And after reading this article you feel preparad@ To manage a Crisis?

 

5 Commentaries
  • Sonia Barroso (SoniadelFaces)
    Published to 10:40 h, 31 January

    I have liked much the solutions that you offer yourself before negative commentaries, differentiating if these are emitted by clients (in the case of a company or service) or by trolls (if it is in a publication in a blog). It is certain that first of all, it has to have education and respect and is due to act quickly and hastens for knowing how to handle some crisis, because it can damage our reputation online, if we do not know how to manage it. Very useful the post, thanks!

  • Dania Beatriz
    Published to 10:42 h, 31 January

    Very good and super or explained this article, until now in the time that I take updating my blog of photography, I have only had a case of Troll, that person first began making œnormal commentaries, I I was thankful to him since I soon make with which they comment in my blog, step a little heavy, leaving negative commentaries I have even sent emails to tell me ugly things to me or, in the end I had to block it. But really he was quite impertinent and disagreeable

  • Sara Jim©nez Pajares
    Published to 10:25 h, 02 February

    I have liked much this post seems to me very interesting, the truth is that I have received few negative commentaries but always I consider that we are too many people thinking about this world as so that to all we like the same things, I manage them well because really to the great majority of people they like what I write but it does not have because to like to the 100% of the population and is totally understandable is necessary to accept the criticisms and to manage them with humor ðŸ˜

  • Alexandra Dacier
    Published to 22:26 h, 02 February

    Not yet I have received negative commentaries. But from your experience that you tell us it is necessary to have much patience. I believe that in time of crisis it is necessary to think with the cold head, that sometimes is difficult, but doubtless to receive attacking commentaries never will give the option to think us about positive.

  • adorosermama
    Published to 22:39 h, 05 February

    Your post is extremely useful similarity to me! I a few months ago underwent a small crisis in my fanpage with the news that I raised connecting a newspaper. In the news of the newspaper it appeared a quite disagreeable photo and that one was the one that appeared in my commentary.
    At the moment they began to go away following, to leave me to private messages and public reproaching to me that in a maternity page it had shared that image.

    Quickly I requested excuses and I eliminated my publication.

    I passed it fatal because in addition I did not have intention of which that photo appeared but it was my fault by me not to have given account and by to have bothered to my followers.

    With all these wonderful advice certainly I will know to do against something greater if one appeared to me. Thanks!

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